The company is trying to maximise profit (NB the single use point made in this article). It is not the 'fault' of a child to want whatever fad is current. Yes,

The company is trying to maximise profit (NB the single use point made in this article). It is not the 'fault' of a child to want whatever fad is current. Yes, there are broader influences from society, but to paint the child as some kind of active and equal player in this game (aside from their natural love of awesome (eg. superheroes are better than vegetables)) is disingenuous, imo.